Car dealers that proactively offer finance achieve higher customer satisfaction scores, according to new research that suggests buyers continue to value finance discussions despite ongoing regulatory scrutiny.
Analysis of 1.7 million customer responses by JudgeService found 64% of customers visiting dealerships were offered finance, a figure that has remained broadly unchanged since 2023.
The research also found that making an unprompted finance offer is linked to stronger Net Promoter Scores (NPS), with dealerships currently achieving a score of 46%, up from 41% in 2024.
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Buyers still expect finance discussions
The findings are based on JudgeService’s ProAct lost sales surveys conducted between 2022 and 2026.
Neil Addley, managing director of JudgeService, said the findings suggest the Financial Conduct Authority’s (FCA) investigation into historic motor finance commission arrangements has not reduced customer appetite for finance.
He said: “The data suggest the furore following the Financial Conduct Authority’s investigation into alleged historical mis-selling practices, and the subsequent delayed redress scheme, are not turning off customers.
“Car buyers expect and appreciate being offered finance packages when visiting showrooms and that’s reflected by promoter scores being higher when an offer is on the table, even if they don’t make a purchase.”
Addley said dealers had continued to offer finance despite increased regulatory scrutiny.
He said: “Dealers have remained resolute by proactively offering finance throughout what has been a challenging period.
“Now, with customers benefitting from greater regulatory transparency, dealers are ideally placed to open more conversations with greater confidence knowing compliancy is stricter and consumer appetite to buy finance from them remains strong.”
Opportunity beyond the showroom
While almost two thirds of showroom visitors were offered finance, the research found dealers were less likely to discuss finance during other customer interactions.
Finance was offered to 49% of customers making telephone enquiries, 47% of online enquiries and 46% of customers contacted proactively by dealerships.
Addley said this represented an opportunity for dealers to improve consistency across all customer touchpoints.
He added: “Our research shows dealers are doing a decent job when it comes introducing finance packages to customers.
“The data even identifies further opportunities to build on this by ensuring finance is consistently offered to all customers, not just those in the showroom.”